Data Dive: How Canadians interact with live events

IPG Mediabrands on the six insights it's carrying from recent World Cup viewing to the Toronto 2015 Pan Am Games, which opened ticket sales today.

Tickets to the Toronto 2015 Pan Am Games, including the opening ceremony and a one-night show from Cirque du Soleil go on sale today.

To get a glimpse of how Canadians might interact with the games, IPG Mediabrands has gathered details from how people took in the 2014 FIFA World Cup.

Numbers show that TV was the primary platform for viewing the recent tournament. In all 80% of Canadians viewed content on the platform and 68% watched at home. Nearly two-thirds of all viewers were using social media during viewing, with 33% of them using it to get news, 31% to keep up with scores and 25% to see the opinions of others.